The purchase will expand Nielsen’s offer within the pet care segment by adding neighbourhood pet speciality stores and veterinary clinics to its retail roster.

Nielsen’s measurement of the pet care industry will now cover speciality stores, grocery stores and mass merchandisers. The company said this would bring retailers and manufacturers ‘a deeper understanding of pet owners’ consumer behaviour’.

John Tavolieri, president of US FMCG and retail at Nielsen, said. “The combined strength of Nielsen and GfK’s data assets will allow us to deliver best-in-class solutions and services to this growing vertical, and we look forward to continuing to grow our capabilities to provide a more localised and omnichannel pet measurement view.”

The financial terms of the transaction have not been disclosed.